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Appropriate use of ads on ČT sport channel due to TV ratings of selected sports
Matoušková, Veronika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Appropriate use of ads on ČT sport channel due to TV ratings of selected sports Objectives: The objective of the thesis is to suggest the best ads for spectators of football, hockey, biathlon, athletics, tennis and skiing broadcasts. We will also analyse advertising that is used in the broadcasts of these sports. Methods: The theoretical part is based on the analysis of documents. Data used in the practical part was identifield through panel surfy, specifically the panel of television viewers. The data was obtained by peoplemeters. Another method that was used in practical part is observation. We observed what types of ads are applied throughout the broadcast of selected sports. Results: The result of the thesis is to recommend the most favorable commercials for each selected sport regarding the viewing public watching the sport broadcast. The other result is an analysis of current ads and their appropriateness for sports fans of the chosen sports. In the analysis, we found that the most frequent viewers of television broadcasts of selected sports are viewers at the age 60 +. The sport which is the most watched by the female audience is a biathlon. We focus on these categories in the recommendation, for example in fotball broadcast, we recommend advertisements for newspaper, sports magazines...
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Awareness of the Czech population about sporting events involving Emirates Airline
Jiřičná, Vladimíra ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Awareness of the Czech population about sporting events involving Emirates Airline Aims: The primary aim of this thesis is to find out the awareness of the Czech population about sporting events involving Emirates Airline. The secondary aim is to then evaluate the gathered information. Methods: The research question is answered through an experiment that entails distributing an online questionnaire to respondents as a form of quantitative method used in this dissertation. The compiled questionnaire was sent out to various groups of responders using the social network and email communication. The research lasted for three weeks in which the results were then processed by the computer technology in the MS Excel program. Results: The responses received by the Czech population show an awareness of sport events involving Emirates Airlines in Football, Tennis and Formula 1 racing. The results gathered show there is a greater interest in the Czech population to visit Formula 1 racing. On this basis, the Czech population would like Emirates Airlines to also sponsor winter sports, especially Ice Hockey and Running Races. The Czech Republic population would recommend Emirates Airline to sponsor Czech Ice Hockey or Football Team or Tennis. Respondents also recommended to sponsor some successful Czech...
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Role of brand in branding activities of Ice Hockey World Championship
Krejčová, Andrea ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Role of brand in branding activities of Ice Hockey World Championship Objectives: The aim of this thesis is to create a new archetype of brand of Ice Hockey World Championship. This archetype is based on results of qualitative research which is focused on perception of brand of Ice Hockey World Championship from last 11 years (2007-2017). Methods: Written and electronic questioning was used in research focused on the perception of brand of Ice Hockey World Championship. This research is very important part of the thesis. The theoretical part is based on the analysis of documents (theoretical reflection). Descriptive analysis was used in the analytical part. Results: Archetype of brand of Ice Hockey World Championship was created in the thesis. This archetype was named The Fair Guy and contains some basic values typical of ice hockey (e.g. fair play, friendship or respect). Keywords: archetype, logo, mascot
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Marketing communication of the SK Slavia Prague
Hančl, Josef ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Marketing communication of the SK Slavia Prague Objectives: The following bachelor thesis is focused on the analysis and evaluation of the current marketing communication of football club SK Slavia Prague. Based on the detected state, proposals and measurements are made to improve its marketing strategy. Methods: In the practical part of this thesis, quantitative methods, such as analysis of official webpages, social media profiles, documents and various texts, are used. Marketing research is based on interview with an employee of Slavia's marketing department and semi-structured interviews with 3 fans of the club. Results: This thesis has revealed that the club could work with some communication tools more effectively. It has been found that some communication tools the club does not use at all. Important part of this thesis is proposal of possible options how to improve marketing communication between the club and supporters. Keywords: Communication mix, football, fans, public relations
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Efficienty of communication campaign by PumaONE tour
Komárková, Monika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Effecienty of communication campaign by PumaOne tour Objectives: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Methods: Multiple methods of qualitative analysis were used in the research section of the thesis. The communication campaign was analyzed using a case study, direct observation, and document analysis. The data collection process was facilitated by a mid-structured interview with an employee of the marketing department of Puma Czech Republic. Results: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Key words: marketing communication, communication campaign, effecienty, qualitative research, Puma
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Development strategy for the brand manufacturing surfboards
Veselka, Dominik ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Development strategy for the brand manufacturing surfboards Objectives: The aim of this bachelor thesis is to find out a "white spot" on the surfboard market and create a product and brand to fill this area. Another task is to apply strategic brand management steps. These steps will be guided from the very beginning of product and brand development through building the brand equity and its image. Then the study will choose appropriately brand elements and the brand building will continue up to brand next development and innovative activity. Methods: This paper analyzes the secondary data obtained from the results of market surveys conducted in the field of surfboard industry during 2017 and 2018. The data obtained were further processed for market competition analysis and creation of a positional map. Using these methods helped to find out and establish the position of the new brand in the surfboard market. Results: The paper has discovered an empty space on the market covered by demand and with no supply made. This place was complemented by a new product. The features of the product were determined on the basis of competition analysis and construction of the positional map. There were made strategies for the brand equity and brand image development. The paper selected the most important...
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The budget of the Czech Softball Association focusing both on individual budgets and their fulfilling of each representation unit
Pecková, Veronika ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: The budget of the Czech Softball Association focusing both on individual budgets and their fulfilling of each representation unit Objectives: The key objective of this bachelor thesis is to determine the revenues and expenditures of the Czech Softball Association's (further off as ČSA) budget in time, respectively from year 2010 till 2017, and identifying trends in dividing the budget into individual national teams. The priority is to answer the questions asked by the CEO of the ČSA, Gabriel Waage. Methods: Methods of comparison were used in this thesis while comparing secondary data from separate annual budgets. After acquiring and analysing the resulting values, a structured interview with the CEO of the ČSA was done. Obtained information was thoroughly described in following discussion. Results: According to the results of the analysis and information gained from the interview with the CEO of Czech Softball Association, I've come up with some recommendations that could be reconsidered before creating new budgets for following periods. I've mainly focused on the concept of justice in the financial distribution into individual national teams and also on the adequacy of goals which are expected from them. Keywords: expenditures, revenues, justice, national team, softball
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Marketing communication of FK Dukla Praha Women
Košatková, Zuzana ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Name of thesis: Aim: Methods: Results: Key words: Marketing communication of FK Dukla Praha Women The aim of the thesis is to based on analyzing concurrently the marketing communication of the club and the results of the carried out research, present suggestions for the improvement of the marketing communication of FK Dukla Praha Women towards the parents of potential future players. For the collection of data the methods of quantitative research and analysis of internal documents were used. It was discovered that the parents of players at the time of inscription into the club used the majority of the club's instruments of marketing communication. The thesis includes in addition suggestions for further specific instruments, which the club can use to expand its member base. football club, communication mix, parents, member recruitment
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Plan how to support marketing activities development in boat rental in Znojmo
Horáková, Jana ; Voráček, Josef (advisor) ; Šrámek, Martin (referee)
Title: Plan how to support marketing activities development in boat rental in Znojmo. Objectives: The aim of the thesis is to analyze (including SWOT analysis) the marketing activities of the company Půjčovna lodí Dyje in Znojmo. On the basis of these findings to propose a plan for their development. The next task is to establish support activities and complementary activities to contribute positively to the promotion of rentals not only in Znojmo but also in the region South Moravia. The result of the work would be a proposal for specific technical and creative steps to complement existing but also new marketing activities of the 2018 period. Methods: Information and data were based of the documents and information provided directly by the company Půjčovna lodí Dyje. They were subsequently used in analyzing the marketing environment, where the organization is located. After identifying the weaknesses and strengths that were subsequently highlighted in the promotion, will be build a SWOT analysis of the company. Results: The company Půjčovna lodí Dyje has shortcomings in the promotion and indirect communication tools with customers. Based on this knowledge, a plan has been developed to support the development of existing and brand new marketing activities that appeal to the wider public and...
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Marketing Comunication of the Nolimits Fitness Center
Jahelková, Kristýna ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
in English: Title: Marketing communication of the Nolimits fitness center Goals: The aim of this work is to analyze and evaluate the current marketing communications of the Nolimits fitness center and to develop a proposal for its improvement. Methods: I used high quality research in the form of a semi-structured interview, structured interview questionnaire arch, social network monitoring and internal document analysis. Results: In conclusion for this work, the marketing communication methods of the Nolimits fitness center fulfills its main purpose, although there is a potential scope for making it more effective. The output is to enhance existing and design new communication tools to fulfil the development. In addition, another factor for improvement would to focus on using social networks and websites more efficiently. The proposal also includes advacements in employee training and related personal sales, design of a new booklet, video clip reworking and the use of the guerilla marketing event. Key Words: Fitness, Sport, Promotion, Milon circle, Personal sale
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